Can Customer Loyalty Programs Really Build Loyalty?

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INTERNATIONELLA HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING

Customer Loyalty Research
- Can customer loyalty programs really build loyalty?

Bachelor thesis within Business Administration Author: Kellgren Cecilia Moradi Ladan Romppanen Maiju Tutor: Jönköping Johansson Anette, Raviola Elena January 2007

JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
Jönköping University

Kundlojalitets forskning
- Kan lojalitetsprogram verkligen skapa lojalitet?

Kandidat uppsats inom Företagsekonomi Författare: Kellgren Cecilia Moradi Ladan Romppanen Maiju Handledare: Jönköping Johansson Anette, Raviola Elena January 2007

Acknowledgements
The authors would like to thank their supervisors Anette Johansson and Elena Raviola for their guidance and support during the writing process of this thesis. The authors, are also very grateful towards Pernilla Nimmermark, INTERSPORT Customer club coordinator and Patrik Linddahl, the owner of INTERSPORT Jönköping, for their contribution of valuable information and making it possible for us to write this thesis. The authors, further want to thank the interviewed club card members that provided us with crucial information needed in order to conduct this research.

Jönköping, January 2007

Cecilia Kellgren Ladan Moradi Maiju Romppanen

i

Bachelor Thesis within Business Administration
Title: Author: Customer Loyalty research Kellgren Cecilia Moradi Ladan Romppanen Maiju Tutor: Johansson Anette Raviola Elena Date: Subject terms: 2007-01-15 Customer Relationship Management, Customer Loyalty Program, Customer loyalty, Loyalty, Retail business

Abstract
Background: During the last decades the efforts to foster customer relationships have become important due to increased competition in the consumer markets. One of the most popular strategies has been to introduce customer loyalty programs which are believed to enhance customer loyalty. The popularity of the customer loyalty programs is based on the beliefs that loyal customers are

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